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While universal solutions to specific skin issues and mass product lines are what the beauty industry is about, much like in perfumery, it is also increasingly seeing bespoke, customised, and intuitive solutions. Especially for millennials who want transparency in ingredients, high-performance solutions to fulfill their research-based beauty requirements, and charming packaging. Now Clinique, the the world’s first dermatologist-created skincare brand is showing others how to straddle these ideas with the Clinique iD Custom-Blend Hydrator.

It’s like the brand’s Dramatically Different moisturiser got a major fun upgrade. This revolutionary, custom-blend hydrator is all about giving you the power to moisturise and tone the skin your way, by tackling skin problems that are specific to you. It features three base components: A gel, a lotion and a cream. The gel works very well on combination skin and is a universal pick for all skin tones – it’s more lightweight than the Dramatically Different jelly. The lotion is great for dry skin and the oil-free moisturiser for oily skin. And then you choose the cartridge.

There are five options. Green is for sensitive skin, and calms irritation and soothes. Blue features AHA, and is for uneven texture and pores. Orange features Taurine, an amino acid, and is for reviving the glow of fatigued skin. White is for uneven skin tone and contains Japanese Angelica root, while the purple one helps with fine lines and wrinkles. The hydrators are free of parabens and phthalates, and contain less than one percent synthetic fragrances.

The hydration base bottle makes sure the cartridge inserts and sits beautifully inside it. The concentrated combination hydrator that you can now pump out – a precise dose that’s 90 percent hydration base, 10 percent active concentrate – addresses your main skin concern, and preps skin for other products like moisturisers, serums, and sunscreens so they sink in easily. All in all, there are up to 15 combinations designed for all skin types.

The job of the Custom-Blend Chemistry Technology™ is to take these concentrated actives in the cartridge, add them to the hydration base, and deliver optimised results, in this case plump, hydrated, healthy skin.

Ever since the label created the Dramatically Different moisturiser in 1968, Clinique has kept to the promise of providing fragrance-free and allergy-tested formula (created by celebrated dermatologist Norman Orentreich, M.D.) that is a classic on all counts. It is said that the company sells a box of this plumping-and-hydrating lotion every 5.7 seconds worldwide.

Now, the same product comes in a tech-heavy, fit-in tube version, and contains high-performance ingredients like refining lactic and glycolic acids, plumping whey protein, and soothing red algae extract, upping the ante on skincare products. The brand knows that when it comes to skincare, no one size fits all, and is effectively addressing that.